Photographs: Courtesy, Maruti Suzuki. Arunima Mishra in New Delhi
Maruti Suzuki India has launched its latest campaign, Come Alive, to create a buzz in the A2 segment for its tall-boy hatchback, the Zen Estilo.
This is the third campaign since the car was launched in 2006. It is aimed at enhancing the brand positioning, 'Take a fresh view of life'.
For the record, the Zen Estilo is the fastest-growing model in Maruti Suzuki's portfolio.
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Rs 6 crore! That's what this ad costs
Image: Zen Estillo advertisement.It will also differentiate the Zen Estilo to prevent canibalisation inside the Maruti Suzuki portfolio. The advertising spend for the Zen Estilo is estimated at Rs 6 crore (Rs 60 million).
"While the first television commercial of the campaign has already been aired, there are two more television commercials in the pipeline," says Maruti Suzuki India Chief General Manager (marketing) Shashank Srivastava.
Rs 6 crore! That's what this ad costs
Image: Dummies used in the campaign.The brief to Dentsu Creative Impact, says Srivastava, was to establish the concept that the Zen Estilo is for style with substance, and it's the car for the young man and woman who are yet-to-be married (its target customers).
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Rs 6 crore! That's what this ad costs
Image: Zen Estilo advertisement.Crash-test dummies, paints, and the Zen Estilo are seen in the background. A male crash-test dummy comes alive, switches on the light, and immediately walks out of the cage.
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Rs 6 crore! That's what this ad costs
Image: Zen Estilo advertisement.In the background, plays the song: Roop tera mastana. He brakes when he sees a female dummy standing in front of the car. He winks at her as he offers her to go for a drive.
She nods, gets into the car, and as she appreciates the interior, the male looks proud. The voice-over: Come alive.
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Rs 6 crore! That's what this ad costs
Image: Interior view of Zen Estilo.The TVCs are directed by Marlon Rodriguez and Full Moon Productions is the production house.
It was shot over three days at Magarpatta in Pune and Cherish Studios in Mumbai.
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Rs 6 crore! That's what this ad costs
Image: Zen Estilo.Also on the cards are below-the-line activities by this year-end and on-ground activation in the beginning of January 2011.
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